BUMKT3702: Marketing Strategy and Analysis - Marketing Assignment Help

Assignment Task:

Part A: Question 1 is COMPULSORY

Question 1.                               

Customer value is a critical concept in Marketing—it underpins so much of what Marketers do.

1. Draw the customer value creation model that has featured prominently throughout the course. 2 marks

2. Describe the elements and the process. 15 marks

3. Discuss whether a firm should focus on providing customers with value or receiving value from customers. 3 marks 

Part B: Choose THREE of the following questions

Question 2.   

1. Define positioning. 1 mark 

2. Devise a positioning strategy using the following positioning strategy format for a company of your choice. 6 marks

For _________________ (target markets) who ____________________________ (customer needs), ______________ (product, service, brand name) is a ______________________ (product/service class or category) that _______________________ (statement of unique attributes or benefits provided).

3. Provide a rationale for the strategy. 3 marks

Question 3.       10 marks 

1. Discuss whether Marketing is a force for good or evil? 7 marks

2. Discuss whether there should be more control over marketers who encourage the vulnerable to eat more junk food, drink more alcohol and bet more money on sporting events. 3 marks

Question 4.        

1. What are market development strategies?  1 mark

2. Fully describe three common examples of such strategies. 6 marks

3. Covid-19 has forced many small businesses to go online or to accelerate their online presence and capabilities to survive. Explain what this may mean for consumers when life returns to a ‘new’ normal. 3 marks

Question 5.       

2. 1. 1. 1. 1. 1. 1. 1. 1. Developing new products is expensive and fraught with risks—many survive for only a short period on the market. Successful new products depend upon several strategic and tactical decisions. Fully describe eight considerations that aid commercial success. 6 marks

2. Discuss the merits and disadvantages of launching a new product that is “perfect”, i.e. the product manager removes all “bugs” before customers can buy it. 4 marks

Question 6.                            

Melbourne Cycles has two outlets and key data for its most recent financial year are:

Over the past five years, sales have been growing in line with the industry’s growth rate of about 5% p.a. and the three owners, who comprise the Board, have enjoyed healthy incomes and have seen the value of their investment grow. The Covid-19 pandemic was a mixed blessing. While it stifled many small businesses, it did encourage people to seek alternative fitness regimes, and cycling was one of the more popular choices.

Based on the following five-year industry forecasts, the CEO has devised a new five-year marketing strategy that will see sales grow by 2% p.a. above the industry forecasts.

Ongoing capital is needed to implement and support the new strategy, and the formulae are as follows:

1. Working Capital (WC) is 10% of the predicted total sales for the year, e.g. if sales are predicted to be $1m then the WC will be $0.1m; and

2. Fixed Capital (FC) is 5% of the predicted total sales for the year, e.g. if sales are predicted to be $1m, then the FC will be $0.05m.

Required

Using the Excel spreadsheet provided, determine for the proposed marketing strategy:

1. The shareholder value (SHV) added after three years. 2 marks

2. The SHV added after five years. 1 mark

3. Undertake SHV sensitivity analyses for the assumptions built into the model for sales forecasts, the operating margin, and WC. 3 marks

Given the results of the sensitivity analyses, as the CEO, how would you convince the Board to adopt your proposed marketing strategy?

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